4 Risks of Not Using Digital Signage

Posted by on Dec 11, 2016 in Insight

We’ve talked a lot about the benefits of using digital signage in your business’ marketing. Digital signage can be an innovative tool to boost the customer and user experience, serve as a training resource for staff and employees, and even be an incremental marketing tool.

We all know the benefits – but what are the risks? Are there any risks to not using digital signage? The answer, in part, is yes. There is a huge risk to businesses that do not keep up with the speed of customers, especially in the marketing environment.

Read on to learn more about the risks of not using digital signage, and how businesses and marketers can base their marketing approaches on customer needs.

  1. Keep up with the competition. As an established business, you likely already know the risks of not keeping up with your competition. Businesses that do not keep up with the speed of the customer risk losing out to the competition that offers the solutions and the experience that your business doesn’t. This can have negative long-term effects on your business.
  2. Adopting agile methods. Businesses that do not adopt agile methods to move at the speed of the customer risk losing out to competitive solutions. Agile marketing methods allow marketers and businesses to assess customer feedback on a regular cycle in order to ensure they are properly meeting the customer’s needs. Failing to do this can result in losing business to the competition.
  3. Strategy is still important. Although it’s important to maintain a level of flexibility and agility in marketing, strategy is still important. Consumers are closer and can easily connect with brands than ever before, making technology, social media, content and digital signage even more valuable to maintaining existing customer relationships, maintaining brand presence, and even generating leads.Finding a balance between agility and strategy is difficult. This requires the right blend of flexibility to alter methods and strategies according to consumer buying behavior and strategy to ensure that marketing teams or objectives are aligned with current tasks and workflows.
  4. Going digital with data. Data can also help with strategy. It can provide a great deal of insight into consumer behavior, their wants and needs, and what they are looking for in terms of an experience with your brand. But it’s important for marketers to keep in mind that data isn’t the end-all-be-all; data is merely Data is information that should fuel marketing initiatives, and provoke marketers to ask questions such as why certain trends are happening or what types of digital content are working and which aren’t, and then adjust strategies accordingly. Marketers and businesses that are too rigid with capturing and following data will not only end up missing out on the bigger marketing picture.

So what does all of this have to do with digital signage? As mentioned briefly above, consumers are connected with brands today more than ever before. This means that business owners and marketers that use digital signage in their marketing campaigns are likely to stick out in the minds of their customers, and give them the experience they are looking for when buying from your brand.

Doing this will allow you to stay ahead of your competition, adopt more agile methods, which are also aligned with your strategy, and capturing accurate quantitative and qualitative data in which to make more informed decisions about your marketing methods and how you use digital signage, and how to take better action to meet your customers’ needs.

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